Stories are a part of the sales process, but there are better strategies and tools to help sellers refine their storytelling abilities. In today’s episode of The Sales Evangelist, Donald is joined by sales speaker and managing partner of Amp, Todd Mitchem, to learn how he utilizes storytelling to make more sales.
What’s wrong with storytellers today?
- Sellers tell stories thinking they should be solely personal anecdotes before the work conversation begins.
- In actuality, the most powerful stories are upfront with a purpose that launches into the pitch, intro, or discussion.
- Second common mistake? Not setting up the story. Sellers either set up too much or don’t set up enough to give the listener the correct amount of information to engage correctly.
Three elements of a sales story:
- Set up the customer’s struggle, allowing them to see how the story relates to them.
- Dictate the solution and derive benefits or successes from implementing the seller’s product or service.
- Explain what the story means to the prospect – why should they care?
A story’s impact is only as good as the person telling it:
- The best salespeople are the ones who care about (or at least respect) what they’re selling.
- The story has to be honest to be impactful. While it doesn’t have to be your story, it should be genuine.
- Great storytellers practice their craft; a salesperson can’t expect to nail it just by winging it during meetings.
- If done right and truthful, storytelling is the most powerful element to any sales process.
Lead with what matters:
- Think from the perspective of the prospect; why does the sale or the pitch matter to them?
- They don’t care how many sales you’ve done or how close you are to hitting a quota.
Todd’s final takeaway? Take your ego out of the sale, and you’ll find more success. Instead, focus on what you do differently and stand with that. To learn more from Todd, email him directly at firstname.lastname@example.org. If you reach out, he’ll send you a free learning PDF to research and learn more about today’s discussion.
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